FIAT took the phrase "sex sells" to an entirely new dimension with its Super Bowl ad titled "The FIAT Blue Pill."
In the commercial, an aging man drops a blue pill, which matriculates its way through an Italian city center. Eventually, it drops into the gas tank of a FIAT 500, transforming the car into the new FIAT 500X crossover.
Parents might have trouble explaining to their children the significance of the blue pill, but otherwise, FIAT's Super Bowl ad is a clever and humorous way to introduce the 500X.
Breaking through and creating a memorable Super Bowl commercial can be difficult. FIAT can rest assured that on Monday morning "The FIAT Blue Pill" will be a topic of discussion among those who watched the game.